When launching an industry-wide movement, the campaigns people watch set the tone for everything thereafter. We knew it was not enough to just say “Widen the Screen”; we needed to set the tone through our actions. Through diligent research and a dedicated production team, we employed over 90% Black crew members, including our Director, DP, Editor, and Sound Mixer.

At the heart of this project are men and women who are directly affected by racial inequality in every facet of their lives. Mothers, fathers, friends who are not the societal archetype of “Thug” or “Prodigy,” but are humans nonetheless. More specifically, they are Black Creators who have stories to tell but were never given the space to speak. This campaign made us demand more of ourselves as advertising and media creators. To set the standard high for our industry and widen the screen for the gamut of Black stories.